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Telstra Europe Provides Communications Backbone for Cooks The Bakery Nationwide Store Expansion

UK’s second largest bakery chain to benefit from more transparent and responsive operations.

Telstra Europe, one of the UK’s leading alternative business telephony and internet suppliers, has been selected by the UK’s second largest bakery chain, Cooks The Bakery, to provide dedicated high speed internet access to underpin its entire business operations.

The company will benefit from significant communication cost savings and a dramatically improved flow of information between its 180 stores and headquarters. It will also enjoy greater operational transparency leading to more informed business decision making.

Having reviewed its inter-store communications process, which was a mainly postal-based system, and invested in EPOS (Electronic Point of Sale) tills, Cooks The Bakery selected Telstra Europe’s Dedicated Internet Access Service to underpin its expansion plans. This combination of EPOS and internet access will provide the company with a more real-time and comprehensive flow of information that will significantly improve Cooks The Bakery’s communications infrastructure. The company selected Telstra Europe based-upon the assurance of its guaranteed high-speed connectivity and quality of service agreement.

All Cooks The Bakery’s communications are now provided by Telstra Europe and, through the service, the company has a 6Mb connection at its headquarters in Birmingham and approximately 200 ADSL lines connecting its UK network of stores and remote members of staff. The service will also underpin the company’s ERP (Enterprise Resource Planning) system, with the final project roll-out due to be completed by the summer of 2006.

Commenting today, Matt Elcock, IT Manager at Cooks The Bakery, said, “Timely information is a key issue in the retail sector and, by working with Telstra Europe, we have a far more efficient communications network, which is pivotal at this stage in the company’s growth plans. Cooks The Bakery is now able to pilot new products and promotions in our stores, assess sales data and make purchasing decisions in days, rather than weeks, which is a fantastic improvement.” He added, “We also have peace of mind that our company information is totally secure and that the service is backed up with 24/7 dedicated support.”

David Thorn, Chief Executive at Telstra Europe added, “The UK retail sector is characterised by companies with geographically dispersed stores. A solid communications infrastructure is critical in helping retail businesses not only grow but also to incorporate continually evolving retail technologies such as EPOS and ERP that ensure they remain competitive. Telstra Europe is delighted to be selected as a trusted partner for Cooks The Bakery as it now looks to further expand its UK operations.

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Media Contacts:

Telstra Europe

Peter Fitzpatrick, hbl media, 020 7612 1830 / peter@hblmedia.com

Kathryn Hughes, hbl media , 020 7612 1830 / kathryn@hblmedia.com


Notes to Editors:

Telstra Europe is a wholly-owned subsidiary of Telstra Corporation Limited (ASX:TLS). Operational in Europe for over 14 years, Telstra offers an extensive range of voice and data services including total managed network solutions using Global IP-VPN (MPLS), Internet, ATM, Frame Relay, Private Lines, hosting and co-location services and enhanced voice solutions to medium sized business and multinational corporations in the UK. Additional value added services include fully managed CPE, network reporting, consulting, planning, project management, service tools, which enable customers to monitor and view their network status 24x7 and customer support seven days a week.

Delivering connectivity business solutions, value-added services and complex managed IP solutions, Telstra Europe’s portfolio is complemented by its independently-owned and managed switched network. Switches are located in London, Birmingham and Manchester working alongside 14 co-location points throughout the UK. Additionally, state-of-the-art, resilient data centres are located in London, Docklands, Cambridge and Sunderland.


Parent company, Telstra Corporation Limited, is a full service global telecommunications company.


Cooks The Bakery

Cooks Limited bought Three Cooks from Rank Hovis McDougall in November 2003. The new owners intend to develop the company into the country's most innovative and important retailer of bakery products and food-on-the move.